01 / Economics
I think in P&L, not opens.
I start with retention, LTV and contribution margin. We agree on the business outcome before choosing what to build.
Fractional CRM & Lifecycle Architect · Ex-Uber
More revenue from the customers you already have.
That channel needs an owner. I take ownership of your CRM and lifecycle system — the economics, the architecture, the behavior — and prove every gain against a holdout. Ex-Uber: I owned CRM for 250,000 Uber Eats merchants across 17 countries. Now fractional.
Retainers €2,500–€14,000/mo · public pricing · no more than three clients
A valuable part of Uber — deep CRM systems expertise with a pragmatic, business-first mindset.
Built lifecycle & MarTech systems at
The problem
More tools, more sends — and the revenue line still doesn’t move.
Your CRM is running, but results depend on manual intervention or remain hard to prove. I help in three situations.
- 01The lifecycle lead has left. Campaigns keep shipping, but no one owns priorities or their effect on revenue.
- 02Messaging performance is slipping. You need to find the cause in delivery, segments or journeys and test the fix.
- 03The inherited stack is holding you back. You need a plan for what to repair, what to keep and whether to migrate.
The work so far
What one owner moved at Uber.
Every number here opens its own ⓘ — how it was measured, and what it does not claim.
Scope of ownership
UberEats
The entire Uber Eats CRM layer, spanning three continents — one operator, end to end.
Every merchant message Uber Eats sends in EMEA — 2M a month, 8 languages — ran through systems I owned. Strategy, SQL, templates, deliverability, experimentation — there was no one else to hand it to.
250,000
businesses under CRM ownership
- Markets
- 17 countries
- Languages
- 8
- Comms
- 2M/mo
- Automations
- ~2,000
- Tempo
- 30–50 campaigns/wk
- Cross-org bridge
- 5 teams
Channel ROI
>80×
WhatsApp CRM beta vs. email on merchant ad spend. Now a 2026 global priority at Uber.
How this is measured
Measured on merchant ad spend: the WhatsApp CRM beta against the email control, UK pilot. The beta sample was small, so I publish the conservative floor — >80× — instead of an exact multiple. Strong enough that WhatsApp CRM became a 2026 global priority at Uber.
Forecast impact
€25M
FY26 incremental revenue forecast — Merchant Education CRM strategy I co‑authored.
How this is measured
FY26 incremental revenue forecast for the Merchant Education strategy — fewer cancellations, higher merchant retention — co-authored in Central Operations and built on Uber’s internal planning models. Labeled a forecast because that’s what it is; it passed Uber’s own planning review, which is the bar that matters.
Lifecycle uplift
+49%
CTR uplift across core EMEA lifecycle. 1.53% → 2.28% via systematic A/B testing, AMPscript fixes, AI personalization.
How this is measured
1.53% → 2.28% click-through across the core EMEA lifecycle portfolio — a portfolio-wide shift, not one hero campaign. Source: SFMC reporting, with holdout groups wherever volume allowed a clean control.
Deliverability
95%+
Diagnosed and fixed a global SFMC defect — took deliverability from ~84% to 95%+ worldwide, not just EMEA. How I found it →
How this is measured
~84% → 95%+ delivered, verified in raw delivery logs. Root cause was a platform-level SFMC defect I diagnosed and escalated; the fix shipped worldwide, so every Uber market benefits — not just mine.
Open-rate uplift
+20%
Open-rate uplift on the same lifecycle programs. 43.9% → 52.7% — a quiet compounding gain across millions of monthly sends.
How this is measured
43.9% → 52.7% on the same programs, same audiences, same measurement setup before and after. Apple’s Mail Privacy inflates absolute opens, so I read the delta, not the absolute — and the +20% relative shift is real.
GTM expansion
7
New countries launched on the CRM communications playbook I built for Uber Eats expansion.
How this is measured
Seven country launches on the CRM communications playbook I architected, counted from Uber’s internal launch tracker — each market live with its full lifecycle stack from day one.
What makes this work
Three disciplines, one operator.
02 / Systems
I build systems that compound.
I work inside your stack: SQL, journeys, integrations and platform configuration. Your team keeps the documented decisions and system logic.
03 / Empathy
I start from the human, not the segment.
I examine what the customer receives at each step: the message, timing and next action. Explore my method and experience.
Where I differ
I diagnose. I don’t just execute.
At Uber, I traced a delivery problem to a platform defect, verified it in raw logs and escalated it to the vendor. After the fix, delivery rose from ~84% to 95%+.
Selected work
Three proofs. One owner.
A global production case, a signature automation from earlier in my career, and a published strategy memo. Together they answer the real question: how I think before a system exists, and how I operate once it has to scale.
Production · 2024–2025
Uber EMEA — Lifecycle Architecture
250,000 merchants. 17 countries. 8 languages. Rebuilt the CRM architecture, fixed a global deliverability defect, co‑authored a €25M FY26 strategy.
+49% CTR
€25M FY26
>80× WhatsApp
Read the case
Signature · 2014
PrivatBank — Mastercard VIP train trigger
Event-driven, multi-channel automation replacing a manual sales motion: 3× conversion, with concierge validation through a taxi API.
~80% open
3× conversion
Taxi API
Read the case
Strategy memo · Jan 2026
talabat — Subscription & Churn Engine
Habit-loop framework to grow tPro adoption. 2×2 Risk × Value matrix to prevent churn without burning margin.
tPro
MENA · GCC
Q‑commerce
Read the memo
See all case studies and strategy memos →
Want one written on your funnel? The €600 Lifecycle Teardown →
Featured endorsement · EMEA CRM Lead, Uber
Having Oleksandr on our EMEA merchant team was nothing short of transformative.
He doesn’t just manage campaigns — he engineers sophisticated, revenue-centric engagement ecosystems.
Skilled at tackling complex, cross-functional challenges — and turning them into practical, automated solutions. Work that consistently raises the bar for our team.
More from people I’ve worked with
A real CRM wizard. Keeps surprising me with the creative ideas and solutions he comes up with. A true inspiration to work with someone who is such a specialist and so passionate about his profession.
Martine Peeters
PR & Communications Lead · StuDocu
A great leader and the best marketer I’ve worked with. Understands every part of marketing and explains technical aspects so anyone can follow. Never tires of experiments.
Viktoriia Nikolenko
Head of Marketing · Kiss My Apps
Where to start
Teardown — an outside review, without calls. Diagnostic — an internal audit and plan. Retainer — ownership of the system as the work continues.
Retainer model
Three retainers. Flat monthly.
No meter running. Which one is yours depends on the situation — the grey line under each name. Most sign the Architect, build, then step down to Advisor: the judgment stays after the invoices shrink.
All three are fractional by design — async-first, on my own rhythm, and none of them is a payroll seat. What changes between them is how deep I’m in: available, hands-in, or answerable for the whole function. Three clients maximum, so the calendar is honest. See which tiers are open right now →
3-month minimum · month-to-month after
no competitors in your sub-vertical · NDA
For your CFO: full comparison →
Embedded Architect
€6,500/mo“Campaigns keep shipping. Revenue doesn’t move. No one owns the loop.”
I take ownership of one system, end-to-end. Roadmap and architecture, hands-on repair — SQL, AMPscript, Liquid, platform config — experiments against a holdout, decisions written down. The system keeps moving, and it’s measured against the P&L. Scope lives in writing; overflow is a conversation first — never silent overtime.
What this actually looks like →
- A standing architecture seat: I am inside the system, not reviewing it from outside
- Turns campaign requests into a governed lifecycle system
- Hands-on: SQL, AMPscript, Liquid, platform config — I build it, I do not brief it
- Experiment design, holdouts, A/B tests, impact framework
- Decision docs, operating rituals, and team enablement
- The same method I used running Uber Eats communications across the entire region — around 2,000 automations — applied to one system of yours
- I install the measurement discipline, not just the campaigns: holdout becomes the norm, and you will prove the next gain without me
- Documented to run without me — you are hiring architecture, not a dependency on a person
- A senior owner at roughly half the cost of hiring one, with no three-month search and no headcount
One system, not all of them. I do not take on your team's day-to-day queue.
Then, when the build stabilizes ↓
Advisor
“The build’s done — I just want the big calls checked.”senior judgment, available. You bring the decisions that actually matter; I think them through with you and write down where I land and why. I advise; your team ships.
€2,500 /mo
What this actually looks like →
- You get a senior CRM operator to think with — not a ticket queue, but someone who has built these systems and answered for what they returned
- The decisions that matter get a written verdict: where I land, why — and what I would do differently
- Async by default. Live when the decision needs it, not because it is Tuesday
- Roadmap reviews, lifecycle audits, vendor decisions, metric sanity checks
- Not an opinion from the side. Behind it are systems I built and scaled, and results proven in numbers, not felt: at PrivatBank, CRM drove 24% of all bank-product sales
- The verdicts are yours to keep. A year in, you have a written history of every major decision — including what did not work and why
- Your team levels up in passing — they see not just the answer, but how it was reached
No production execution: I advise, your team ships.
Fractional Lead
“We’re (re)building the whole function — team, stack, measurement.”I close the CRM function itself — architecture, measurement, process, alignment up to C-level. You stop having to answer “who owns this”. Fractional, not full-time. By application.
€14,000 /mo
What this actually looks like →
- The CRM/lifecycle function is mine to answer for: strategy, architecture, measurement
- One place where the state of the function is true, and the rules that make a number a number
- I help you hire and bring people up to speed — managing them day to day stays with you
- Stakeholder work up to C-level — CRM starts speaking in P&L, not opens and clicks
- I have built a CRM team from two people to 50 — so I know who you need to hire, and in what order
- Your leadership stops refereeing CRM — the function finally has someone answerable for it, not another channel two teams argue over
- The governance and the playbook stay with you — the next launch, market or hire runs on its own
- Senior leadership with no headcount, benefits or search — and reversible: month-to-month after month three
Not a replacement for your marketing director. And not full-time: one company at this level, on my own rhythm.
By application, after a Diagnostic.
Not sure?Diagnostic
two weeks, and the executive map of what leaks revenue points to the retainer that fits — yours to keep either way.
€2,900 once
What the deliverable actually contains →
- 01 Executive summary — what’s leaking and what it costs (2–3 pages)
- 02 Stack & data-flow map — every tool, every handoff, drawn
- 03 Lifecycle architecture audit — journey-by-journey gap table
- 04 Quick wins — what to sunset, fix, or ship in week one
- 05 The 90-day operating plan — sequenced, with owners and KPIs
- 06 Tooling & budget recommendation — what to stop paying for
Format: a document your CFO can read, not a slide circus.
Lighter stillLifecycle Teardown
five business days, zero calls: I walk what’s visible from the outside and tell you where the lifecycle tears. Credited against the Diagnostic within 60 days.
€600 once
“Deep CRM systems expertise with a very pragmatic, business-first mindset — a rare and very valuable combination at our scale.”
Build vs. buy
A senior owner, at roughly half the cost of hiring one.
Without the 3–6-month hunt, the management load, or the lock-in.
Hiring it in-house
- —3–6 months to find, close and onboard
- —one person’s experience, learning your system on your dime
- —management load, benefits, churn risk
€120–160K
/ year, all-in
saves ≈ €40–80K a year
Embedded Architect
- —working inside your CRM stack within two weeks
- —14 years of systems experience, incl. Uber scale
- —month-to-month after month three — leave anytime
€78K
/ year — only while you need it
All-in assumes a ~€90–120K base for a senior lifecycle/CRM lead in Western-EU markets, plus employer taxes & benefits (≈30%).
The scope of the work
What I don’t do.
Filtering misfits early saves us both. If any of these is what you actually need, I’ll point you somewhere good — but it won’t be here.
-
01 Not the model
No agency-style retainer. One senior IC works alongside your team — not an external firm rotating juniors through your stack.
-
02 Wrong craft
No paid acquisition or media buying. A different discipline. I focus on what happens after the click — retention, lifecycle, unit economics.
-
03 Wrong stage
No greenfield CRM build. I optimize and rearchitect existing stacks. If you have nothing yet, hire a CRM Manager first — then bring me in to scale it.
-
04 Wrong altitude
No production-volume execution. Embedded Architect and Fractional Lead include hands-on journey architecture, SQL, AMPscript fixes — but not “QA 50 emails through Litmus this week.” That’s a CRM Manager hire.
The shape of the work
Heavy, then quiet.
The first 90 days · three phasesThe long-term advisory relationship
01 · Days 1–30
Audit
The Diagnostic at retainer depth: stack, data flows, lifecycle, ownership.
02 · Days 31–60
Data analysis
Behavior, cohorts, holdouts — what actually moves revenue, proven.
03 · Days 61–90
Strategy rebuilt
The CRM strategy re-architected — with the plan for the next nine months.
After day 90 it gets light on purpose: your team runs the plan, I monitor, review each quarter, and step in only when something needs a senior call. The best sign I’m doing my job is that you need me less — DOC.UA is a long-standing example of that advisory relationship. The Advisor tier is that tail.
FAQ
What you’d ask on the call — answered now.
Why fractional and not full‑time?
Mostly leverage. One senior architect compounding decisions across no more than three companies creates more value — and stays sharper — than any single payroll line. Better for you, not just for me. And the leverage is the operating model — one owner of the loop, measured against a holdout — not the send volume: it works the same whether you send 20K messages a month or two million. Run the arithmetic on your own numbers →
How do you handle confidentiality across multiple clients?
Standard NDA, plus an explicit non‑compete clause within your sub‑vertical for the duration of the engagement. I don’t take two B2C marketplaces in the same geography simultaneously, ever. I’ll tell you who else I’m working with at intake — that’s how trust works.
Will you do hands‑on work, or just advisory?
Advisor is judgment and review. Embedded Architect includes hands-on architecture work — SQL, AMPscript fixes, segmentation logic, automation design, platform config — but I do not sell production volume. If you need someone to QA emails for 6 hours a day, that is a CRM Manager hire, not a fractional operator. Fractional Lead is full ownership of a transformation, including internal contractors and stakeholder management.
How do we measure success?
We agree on 2–3 P&L‑linked metrics in the first two weeks (e.g. retention curve at 30/90/180, contribution margin per cohort, deliverability, or revenue per send). They get baselined and tracked monthly. If we’re not moving them by month 4, you have an honest conversation with me — not a renewal email.
What happens after I book the call?
You get a calendar confirmation and one short email with three questions: your stack, the metric that worries you, and who owns CRM today. No deck, no discovery sequence, no follow-up cadence. If it isn’t a fit, you’ll hear it on the call — with a pointer to someone better suited. If it is, you leave the call with a first cut of a 30/60/90 plan. Read how I work first →
What if it isn’t working — how do retainers end?
Three-month minimum, then month-to-month with 30 days’ notice. No annual lock-in, no termination fee. Everything I build is documented inside your systems and stays yours. I also plan for my own exit: once the system runs without me, I help you hire the person who keeps it running — or wind down to a light advisory tail. The best outcome is you not needing me at full intensity.
Can I talk to references before committing?
Yes — and you should. Before any retainer starts I’ll connect you directly with people who have managed me or paid me: my direct manager on Uber’s EMEA CRM team, and the leadership at DOC.UA, with whom I have a long-standing retainer relationship. A 15-minute call with someone who has actually bought this work beats anything I can write here.
How do you handle access and data security?
Standard NDA before anything else. I work inside your systems, under your access policies — least-privilege accounts you create and can revoke any minute. Client data stays in your stack; nothing is copied out. GDPR-native by background (EMEA scale-ups and banks), DPA on request.
Can we negotiate the price?
No — and that protects you as much as me. Prices are public and move only upward, one step each time a slot fills. Whatever you see on this page is what the last client paid or less. The only exception is the Solidarity tier for Ukrainian-founded companies — and it is public too.
How do I step down a tier — or stop?
We review the level at day 90 and it is a joint call. Stepping down does not restart the three-month minimum; stepping up starts from the next month. Most people sign the Architect, build, and settle into Advisor once the system stops changing — the judgment stays after the invoices shrink.
If the model fits,let’s talk.
30 minutes, video, no agenda template. I want to understand where revenue is leaking: data, lifecycle, governance, tooling, or ownership. If the problem fits my shape, we agree on Diagnostic or retainer next steps in the same call. If it doesn’t, I’ll say so.
LinkedIn: linkedin.com/in/kyryllov